Dry Idea® Brand Launches NEW! StainClear™ Formulation

The Choice is Clear™

SCOTTSDALE, Ariz.--()--Dry Idea® brand introduces the next breakthrough in antiperspirants & deodorants with NEW! Dry Idea® Stain Clear™. This new formula combines powerful stain fighting technology with extra effective wetness protection and 72-hour odor coverage. Dry Idea Stain Clear is an invisible solid that goes on clear, without compromising performance, and uses a multi-defense formula to provide powerful sweat protection.

“We are excited about the launch of our new formulation and to bring our customers state-of-the-art innovation for invisible sweat protection,” says Sami Myohanen, Director of Marketing at Henkel. “We know this formula meets a key consumer frustration of staining and residue, and we can’t wait for them to experience the StainClear™ formula.”

This breakthrough technology protects against stains without sacrificing powerful sweat and odor protection. Dry Idea® brand takes the sweat out of shopping for deodorant, and offers a variety of application forms that gives shoppers the choice to select a Dry Idea® product that is right for you. The Choice is Clear™.

The new Dry Idea® Stain Clear™ brand can be found at mass retailers nationwide in the following forms and suggested retail prices: Invisible Solid ($3.99), Roll-on ($4.99), and Clinical ($7.99).

Henkel in North America

Henkel markets a wide range of well-known consumer and industrial brands in North America, including Dial® soaps, Purex® laundry detergents, Right Guard® antiperspirants, got2b® hair gels, and Loctite® adhesives. Visit www.henkelna.com for more information.

About Henkel

Henkel operates worldwide with leading brands and technologies in three business areas: Laundry & Home Care, Beauty Care and Adhesive Technologies. Founded in 1876, Henkel holds leading global market positions both in the consumer and industrial businesses with well-known brands such as Persil, Schwarzkopf and Loctite. Henkel employs about 47,000 people and reported sales of $21.8 billion and adjusted operating profit of $3.3 billion in fiscal 2013. Henkel’s preferred shares are listed in the German stock index DAX.

Contacts

Creative Media Marketing
Danielle Hale, 212-979-8884
Danielle@cmmpr.com

Dry Idea(R) Brand Introduces the Next Breakthrough in Antiperspirants & Deodorants With NEW! Dry Idea(R) Stain Clear(TM). (Photo: Business Wire)

Dry Idea(R) Brand Introduces the Next Breakthrough in Antiperspirants & Deodorants With NEW! Dry Idea(R) Stain Clear(TM). (Photo: Business Wire)

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Release Summary

Dry Idea® brand introduces the next breakthrough in antiperspirants & deodorants with NEW! Dry Idea® Stain Clear™.

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Contacts

Creative Media Marketing
Danielle Hale, 212-979-8884
Danielle@cmmpr.com